Introduction
A great new product marketing book has been published. It’s called “24 Rules of Product Marketing,” and it was assembled by Phil Burton, Gary Parker and Brian Lawley.
You get to hear from 42 product marketers, who share rules, tips and insights from the product marketing trenches. According to the listing at Amazon, “This book will expose you to the experience and knowledge of a group of the world’s leading product marketing experts with a range of perspectives in both consumer and business markets.”
In addition, the book includes some “bonus rules” from Phil, Gary and Brian.
My Top 10 Favorite Rules
Here are my Top 10 favorite rules from the book:
- Learn from Your Customers’ Digital Body Language
- Help Your Prospect Know “What’s In It For Me?”
- Make Your CFO a Social Media Fan
- Remember Your Internal Customers
- Use Online Metrics for Product Marketing Success
- Help Your Sales Team Communicate Your Message
- Always Test Your Message
- Speak in the Customer’s Language
- Turn Your Audience into Advocates
- Create Simple Messages for Complex Products
My Contribution
In the interest of disclosure, I contributed to the book. I authored Rule #10, “Make Social Media a Listening Platform.”
While product marketers can drive value (and results) by tweeting, posting to Facebook and uploading videos to YouTube, I suggested that we spend an equal amount of time listening.
I made the analogy that in any conversation, I learn more by listening than I do by speaking. Social media can provide an effective listening platform for market research, insights and pain points, that can all be used to inform you marketing language, launch plans and strategy.
You can purchase the book at Amazon:
http://www.amazon.com/42-Rules-Product-Marketing-Leading/dp/1607730804
Note: I invite you to connect with me on Google+.
It's All Virtual 